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| Marketing and Selling Construction Services |
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| At the global and local level contractors and consultants have had to take a more professional approach to marketing and sales. Some construction firms are being restructured into client oriented organisations, yet for all organisations there is considerable scope to develop marketing and sales to enhance opportunities to grow as well as protect markets during times of recessions. This demonstrates how marketing and sales can be developed. Specifically it: *introduces selling techniques tailored to the needs of construction *evaluates competing approaches to marketing and related sales theory *demonstrates the effect of these on organisational structures and processes, and *examines how the top down and bottom up management approaches can be integrated through sales practice |
| | Review of this title : | This book begins by clearly outlining its aims and objectives:-
* To pioneer further development of marketing and sales
* To show what can be achieved in construction marketing
* To demonstrate marketing strategies
* To develop flexibility in markets
* To creatively market clients
* To identify and address marking and sales paradoxes
But, does it live up to its aims and objectives?
Indeed, the author, Hedley Smyth, does achieve all of his aims, by using a mixture of management philosophy, case studies and thought provoking argument and contradictions. However, his continual references to paradoxes, even when there is no paradox, do rather wear you down.
In its conclusion the book claims not to be an end but a beginning, and claims to have provided practical 'hands on' information. Whilst the book does refer to many case studies, it is on the whole a book for experienced managers, salesmen and marketers. Its practical information is limited, but its theoretical approach is superb. This book will help management to establish a new strategic approach to an organizational marketing culture based on relationship building with clients. In the days of Egan, partnering and client focus, this book explains the principles of successfully winning repeat work through client satisfaction. The book makes several references to management techniques, managing change and top down, bottom up management concepts.
Personally, I found 'Marketing and Selling Construction Services' to be fascinating and philosophical. I will recommend the book to my firm's management and marketers. However, it is not for the beginner who wants to understand the basics of market forces, databases and sales monitoring techniques.
Those of you are involved in construction sales and marketing, strategic management or business development, buy this book now.
| | Reviewed By : Alan Holmes MCIOB |
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